XBOX All Access: Figuring It Out (integrated campaign)

Situation: Xbox All Access (XAA), a program offering next-generation gaming consoles with a monthly payment plan and access to the Game Pass library, had significant awareness but struggled with consumer understanding of its benefits and workings. My agency was tasked with creating an integrated campaign to demystify the service, educate gamers, and generate buzz.

Task: Our objective was to develop content that clearly explained XAA in a culturally relevant manner, ensuring that the audience comprehended the value proposition of the service. The campaign needed to be engaging enough to generate earned media headlines and widespread recognition.

Action: We devised an integrated campaign titled "XAA - Figuring It Out," focusing on the idea that making one smart decision—upgrading to Xbox All Access—would lead to a series of wise choices. We decided to base the campaign around deadpan humor. I pitched the idea of having actor Andre Braugher from the show Brooklyn Nine-Nine serve as the "voice of authority," which was well-received and implemented. We leveraged a mix of five videos, a few images, and some social posts to create diverse and engaging content. The campaign highlighted the affordability, convenience, and extensive game library offered by Xbox All Access.

Result: The "XAA - Figuring It Out" campaign was highly successful, earning a Bronze Clio Entertainment Award. It effectively demystified the Xbox All Access service, resulting in increased consumer understanding and interest. The culturally relevant approach and compelling content, bolstered by Andre Braugher's authoritative yet humorous presence, led to significant earned media coverage and positive reception from the gaming community, solidifying Xbox All Access as a "triple threat" in the market.

Art Directors: Bryan Tietge, Kassi Coronado

Copywriter: Ryan Seibold

Creative Director: Andy Cale

Executive Creative Director: John O’Connell

Editor: David Wester

Below are the five videos and six images that were part of this award-winning integrated campaign: